Description
Who it’s for: Anyone in a store or a retail head office who has to answer one question: Did the promotion really pay for itself?
What happens in it: Watch the idea unfold: a busy promotion, the cost of running it, and the number that shows what it really returned. In Your call you make the decisions in a real case: I’m reporting on our summer promotion at Cranford Toys. It brought in R600,000 of incremental sales, against a total promotional cost, including discounts and media spend, of R200,000. Then, in the boardroom, you make the case to Marvin, the marketing director, in three questions.
How it works: five scenes in about 30 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 5 of 6 in the Margin and profit season of the Retail series.
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